IGE 2010 was not your father's casino show

Last week's International Gaming Expo at London's Earls Court venue may go down as a pivotal event in three areas.

First, there were the existing casino operators, who were reportedly beginning to buy again after taking an enforced pause for the last couple of years. Their actions signaled if not an end to the recession then at least a coming to economic terms with the new normal.

Second, exhibitors were showcasing a lot of market-ready examples of the technologies and designs that have occupied their development teams for the last couple of years. What had been only promises for an unspecified future were now fully realized products ready for purchase.

Third, the often-vague imaginings of a merging of land-based and online gaming suddenly became reality. A number of recent business deals between major players in the two, often-combative sectors combined with the appearance of numerous devices designed specifically or peripherally to bring online gaming to a commercial location near you.

And suddenly, gaming was getting interesting. Again.

The return of the reluctant customer was best exemplified by the actions of an operator of multiple casinos in one of Germany's notoriously high-tax jurisdictions.

"I'm buying new roulette display systems, some new wheels and slot machines," the operator said. "I have not bought much of anything for the last two years, but now it is necessary if I want to keep up. I know of a lot of people, we are all in the same position."

How widespread the phenomenon will turn out to be, the suppliers themselves will be able to judge.

On the product level, almost any slot machine making its debut at the show was either SBG/internet-ready or capable of being modified to function as such with a simple add-on. Even peripherals had received the i-treatment, like an ATM from ecash that is ready to allow players to tap their online accounts for ready cash-as soon as the laws allow.

For non-internet related appliances, it was hard to top a patented gaming table with a pop-up, refrigerated, multi-level tray rising on command from its center, loaded with champagne and hors d'oeuvres.

But it was the continued rise and diversification of the online gaming industry itself-and the apparent realization by traditional land-based gaming that the online phenomenon is here to stay-that truly set IGE 2010 apart from any previous show. Coming on the heels of the Scientific Games/Playtech announcement, the online section of the show, known as ICEi, was packed with visitors that included land-based operators looking to get involved.

There was plenty of choice on offer, from the big industry names with their mainstream online products, to quirky companies offering devices to bring the online world to a commercial venue and keep it all just this side of legal.

The expo floor was divided into four main sections: land-based casino, online gaming, sports betting, and last-but-certainly-not-least, the amusement or street market. This last-named sector now features slot machines and peripherals that would have been way beyond state of the art for casinos when the ICE casino show first began to grow within the then-dominant ATEI amusement show, in the early 1990s.

Now, with casino suppliers dominating the show, the original organizer of the amusement show has split off and started their own show across town. A good part of the impetus behind the move is thought to be anger in the sector at having been in effect pushed out of its own show by the casino world.

Watching the steady growth of ICEi over the past few years, and the drawing power of its exhibitors, one wonders what IGE will look like 10 years down the road. It would appear a lot of land-based operators and suppliers have finally come to grips with that question themselves.

Also last week, it was announced that the International Gaming Exposition in London will continue to be held at EC&O Venues' Earls Court for another five years at least.

Julian Graves, managing director of Clarion Events Gaming Exhibitions, said, "Following consultation with the industry it has become clear that this is where the industry wants to stay. We've been aware of the speculation surrounding the venue at a time when the industry wants stability, certainty and confidence in the future."

The "speculation" Graves referred to were recent media reports that had the owner of the exposition center, EC&O Venues parent CapCo, prepared to redevelop the site upon which Earls Court stands. A press release from Clarion also said that "elements of the industry" were "seeking to undermine confidence in the future of IGE."

Nigel Nathan, MD of EC&O Venues, said, "CapCo has made no secret of their desire to redevelop the Earls Court site, however this is an enormously complex project, one with significant implications for London. Because of the scale of the proposed project it has been required to be submitted as part of the London Development Plan, a 15-year strategic vision for London which was launched in January 2010. The project is in the early stages of consultation, requires political support, at local, regional and national level and then requires full planning permission and funding."

The annual casino and gaming exposition has been held at Earls Court in January for over 15 years. Originally known as ICE-International Casino Exhibition-the current incarnation also features online gaming and sports betting providers and operators.

Said Graves, "We have made a five year contractual agreement to provide that continuity and enable the industry, Clarion Events and EC&O to focus firmly on continuing to develop IGE as the leading international exhibition for the gaming industry."

By Staff

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